The weekly ‘big shop’ can be a major chore.
Cramming into a packed supermarket on a Saturday afternoon, using your trolley to joust with other shoppers, with only the thought of pigging out when you get home carrying you through.
But now a branch of Morrisons is offering a service which makes the weekly shop sound positively exciting.
Their Guiseley store in West Yorkshire has opened up a bar called Barista which will let you sup a cold one while you meander the aisles.
There are a range of tipples on offer, from Saltaire Blonde ale to a Frizzante Italian wine. They’re also serving up cider, lagers and craft ales.
It's almost a surprise that no stores have thought of this before - we'd happily take a dram of whisky next time we're shoe shopping, or a G&T while we're browsing for a winter coat.
Although, to be fair, trendy barbershops have been serving up hipster craft ales for a while now.
A Morrisons spokesman said: "Saltaire Blonde is a local brewery that's really popular with customers. We're looking forward to hearing what customers think of our new cask pump."